Building Trust Through Your Business Writing
Not too long ago, bloggers Michelle Golden and Charles H. Green spent some time outlining why they object to the use of the terms “trust” and “trusted advisor” in professional firm marketing materials.
Green - who co-authored a great book, The Trusted Advisor, and offers programs on the same subject – opined that professionals shouldn’t overtly publicize their status as, or intent to be, trusted advisors to clients. Why? Because trust is “an outcome, not a come-on.”
Reiterating Green’s belief that it’s really up to clients to deem their service providers trust-worthy, Golden adds that “trusted advisor” is used so often in promotional channels that “it’s now cliché.”
I understand and respect Green’s and Golden’s points. But, I'd like to offer a slightly different perspective.
Trust has become a key concept - and key word - in the service professions for very good reasons. We live in a world where people often don’t live up to their promises. In essence, most business disputes concern a breakdown in trust. So, as professionals, you need to be vigilant about the role of trust in business matters and refrain from giving clients false expectations of your services.
That said, if you’re sincere and determined in your desire to foster trust-based client connections (really, the only kind of client connections there should be), there’s nothing wrong with letting the world in on that authentic intention. People seeking your help will only benefit from your candor about placing a premium on trust.
To be sure, you don’t need to use the words “trust” or “trusted advisor” when describing your offerings in online or print communications (although I see nothing wrong with using them). There’s lots of ways to let clients and prospects know that you’re committed to cultivating trust-filled, meaningful and mutually beneficial relationships with them.
Regardless of the words you choose to state your commitment to trust, as Golden and Green suggest, this can’t be an empty promise. You have to team your public words with consistent, professional and personal action. As the very cliché phrase goes: You need to walk your talk.
For more insight into building trust in business relationships, check out Green’s latest Carnival of Trust , a collection of 10 recent blog posts on this important topic.
